China – Australia Wine Marketing Summit

Mainland China in the last year overtook the USA to become Australia’s second largest export market (by volume). Key factors such as the high quality of Australian wine and low Northern hemisphere harvest keep driving demand for our wine brands. On the horizon tariffs will be removed completely providing Australian wine brands with a competitive advantage.

Leading into 2019 and beyond how are you, your team and organisation going to take advantage of this exciting market opportunity.

This Summit is designed to help both new and well-established wine exporters carve out their marketing plans for growth in this exciting Chinese consumer market.

Why Attend
This is your opportunity to gain the latest insights and knowledge from leading industry experts in the China wine marketing space. By attending this event you will:

• Gain insights into the latest trends – What do Chinese consumers want from Australian wine brands?
• Walk away with key learnings you can immediately apply back to your role.
• Attain confidence in your future marketing communications approach to this ever increasing market.
• Build your network in the China marketing space.
• Be informed about current marketing strategies and techniques that are gaining traction.
• Demystify current perceptions of promoting Australian wine brands in China.
• Learn more about IP protection and the positive moves the Chinese government is making to protect IP.

Who Should Attend

For wine marketers, wineries and wine journalists who are either interested in China or are currently in this market and want to grow their brand’s presence.

Event date: Thursday 4 April 2019

 

Supported By

 

Network Partners

Speakers and Panelists

At this Summit, you will hear from a broad range of experts from Australian wine brands, Austrade, Wine Australia, Australia China Business Council, Australian Tourism, as well as other China experts in cross cultural communication and wine marketing.

  • Alison Airey, CEO, Australia China Business Council
  • John Baird, CEO, Ultimo Digital Technologies
  • Justin Byrne, Owner and Winemaker, Strawhouse Wines and Project Manager of Orange Flying High program, Orange36
  • Sara Cheng, Head of China Practice (Wine Export Program), Export Growth China, Australian Business Solutions (part of the Australian Business Chamber)
  • Graham Cranswick-Smith, Managing Director, Cranswick Wines
  • Mark Davidson, Winemaker and Managing Director, Tamburlaine Wines
  • Rob Geddes, Master of Wine, Australian Wine Vintages
  • Kirstin Hannan, Senior Market Analyst, Wine Australia
  • Andy Jiang, Former General Manager, China, Tourism Australia and Managing Director, Andy Wilson
  • Larry Lockshin, Head of the School of Marketing Professor of Wine Marketing, University of SA
  • Peter McAtamney, Principal, Wine Business Solutions
  • Leonie McKeon, China-educated strategist and author
  • Chris Morley, Senior Advisor – Premium Food, Austrade
  • John O’Loghlen, Regional Business Development Head of Australia and New Zealand – Alibaba Group
  • Gerard Robb, VP, Far East Asia, The Star (Chinese Tourism)
  • Lynda Schenk, Executive Officer, Wine Communicators of Australia
  • Justin Taylor, Third-generation family member, Company Director & Export Manager, Taylors Wines
  • Mark Woods, Senior Winemaker, Leogate Estate Wines
  • Andrea Hoymann, Marketing Director, Sinorbis- China Digital Marketing
  • James Wilson, Regional Manager, Asia Pacific, Casella Wines
  • Anna Gibson, Director Intellectual Property, Treasury Wine Estates

Further program details are listed below

PROGRAM

INSIGHTS AND TRENDS IN THE WINE MARKETING AND COMMUNICATIONS SPACE

Key Wine Trends in China
Kirstin Hannan, Senior Market Analyst, Wine Australia

Top 5 Provinces forecasted for growth
Chris Morley, Senior Advisor – Premium Food, Austrade

What attracts Chinese consumers to the wine category
Larry Lockshin, Head of the School of Marketing Professor of Wine Marketing, Uni of SA

Emerging trends in the Chinese On-Premise market
Peter McAtamney, Principal, Wine Business Solutions

 

CREATING EXCEPTIONAL CONNECTIONS WITH CHINESE CONSUMERS

Digital Marketing – WeChat, Social and on the Other Side of the Great China Firewall
Andrea Hoymann, Marketing Director, Sinorbis – China Digital Marketing.

The Culture of Wine in China: considerations for wine brands
Rob Geddes, Master of Wine, Australian Wine Vintages

Effective Cross-Cultural Communication – Engaging with Chinese Consumers
Leonie McKeon, China-educated strategist and author

The Payments Landscape – What Chinese Consumers Demand from Australian Wine Communicators. 
Gerard Robb, VP, Far East Asia, The Star (Chinese Tourism)

Taylor’s Wines Journey in China
Justin Taylor, Third-generation family member, Company Director & Export Manager, Taylors Wines

Achieving wine export growth in China
Sara Cheng, Head of China Practice (Wine Export Program), Export Growth China, Australian Business Solutions (part of the Australian Business Chamber)

Protecting your IP in China
Anna Gibson, Director, Intellectual Property, Treasury Wine Estates

Panel – Achieving Wine Export Growth in Chia
Alison Airey, CEO, Australia China Business Council
Mark Woods, Senior Winemaker, Leogate Estate Wines
Graham Cranswick-Smith, Managing Director, Cranswick Wines
Sara Cheng, Head of China Practice (Wine Export Program), Export Growth China, Australian Business Solutions (part of the Australian Business Chamber)

 

LATEST TECH TRENDS – SHAPING HOW WE COMMUNICATE WITH THE CHINESE CONSUMER

Blockchain, IoT and NFC trends and how these technologies can build trust and enable engaging marketing communications
John Baird, CEO, Ultimo Digital Technologies

China Ecommerce Landscape – Trends and Key Success Factors for Australian Wine Brands
John O’Loghlen, Regional Business Development Head for Australia & New Zealand – Alibaba Group

Panel – Wine Tourism Trends and Success Factors Attracting Chinese Tourists
Mark Davidson, Winemaker and Managing Director, Tamburlaine Wines
Andy Jiang, Former General Manager, China, Tourism Australia and Managing Director, Andy Wilson
Justin Byrne, Owner and Winemaker, Strawhouse Wines and Project Manager of Orange Flying High program, Orange360